North American esports and gaming company Enthusiast Gaming (TSX: EGLX) formally announced that it has signed a partnership with Saputo-owned string cheese brand Frigo Cheese Heads.
Financial terms of the deal were not disclosed.
Frigo Cheese Heads began this new deal by serving as the official sponsor of Enthusiast’s NFL Tuesday Night Gaming’s Season 3 debut episode.
Specifically, Frigo Cheese Heads is sponsoring the “Chomp or Peel” segment of the debut episode, putting the show’s stars on teams based on whether they “chomp” or “peel” their string cheese. Frigo Cheese Heads also sponsored two pieces of shoulder content featuring Super Bowl champion T.J Ward and YouTube gaming star Matthew ‘MMG’ Meagher where they discussed football and their “Top 10 Team Power Rankings.”
“Season 3 of NFL TNG is all about hosting gamers and NFL players who want to share in the experience of gaming together, and NFL TNG’s new couch co-op format delivers that,” said John Norwood, EVP of content at Enthusiast Gaming. “We’re seeing immediate results in this new iteration of the program, which is delivering strong viewership and retention, allowing us to target these engaged viewers with integrated branded moments that build brand awareness and consideration for our media partners.”
The premiere episode surpassed 7.4M impressions in the first week of its release, according to Enthusiast.